Aroma jako faktor ovlivňující nákupní chování spotřebitele – Bc. Rana Isac
Bc. Rana Isac
Bachelor's thesis
Aroma jako faktor ovlivňující nákupní chování spotřebitele
Scent being a factor influencing consumer purchasing behavior
Abstract:
Bakalářská práce se zabývá aroma marketingem, a sice vlivem vůní na nákupní chování spotřebitelů. Práce se zaměřuje na efektivitu výběru vůní na zvyšování pravděpodobnosti nákupu. Hlavním cílem práce je ověření vlivu vůní na nákupní chování respondentů. Teoretická část práce se věnuje neuromarketingu a jeho metodám, aroma marketingu a jeho využití v praxi, dále se zaměřuje na kognitivní procesy a na …moreAbstract:
This bachelor thesis deals with aroma marketing, namely the influence of fragrances on consumer purchasing behaviour. The thesis focuses on the effectiveness of fragrance selection on increasing the likelihood of purchase. The main objective of this thesis is to test the influence of scents on the purchasing behaviour of the respondents. The theoretical part of the thesis deals with neuromarketing …more
Language used: Czech
Date on which the thesis was submitted / produced: 2. 5. 2023
Identifier:
https://is.vsfs.cz/th/dpe8c/
Thesis defence
- Date of defence: 2. 6. 2023
- Supervisor: Ing. Pavel Rosenlacher
- Reader: PhDr. Martina Švecová, MSc
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- světu
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Bachelor programme / field:
Marketing Communication / Marketing Communication
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